Mobile on Pace to Surpass Desktop Paid Search on Google by End of 2015

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Published: Mar 19, 2014 8:28 a.m. ET

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Marin Software Finds Tablet Conversion Rate Surpasses Desktop's Rate for the First Time, Solidifying Mobile's Presence in the Transaction Process

SAN FRANCISCO, CA, Mar 19, 2014 (Marketwired via COMTEX) --
As mobile adoption and engagement continues to rise, so does its
significance in the digital marketing industry. A new report by Marin
Software
MRIN, +1.08%
provider of a leading Revenue Acquisition
Management platform for advertisers and agencies, forecasts that by
December 2015 mobile devices will account for 50% of Google paid
search clicks. Conversion rates of paid search ads on smartphones and
tablets indicate consumers are increasingly using mobile devices to
complete transactions -- a task traditionally carried out on
desktops.

Marin's data predicts the continued popularity of smartphones and
tablets combined with advertisers' increased investment in these
devices will give rise to mobile as the primary channel for search.

The benchmark report, "Mobile Search Advertising Around the Globe:
2014 Annual Report," includes statistics and trends uncovered through
an examination of the Marin Global Online Advertising Index. The
index consists of advertising data from leading global brands that
manage more than $6 Billion in annualized paid search spend through
Marin's platform. The dataset represents all major industry sectors,
and 13 countries and regions, including USA, UK, Eurozone, Japan and
China.

News Facts:

-- According to eMarketer, global smartphone penetration currently sits
just above 60% and by 2015 tablet sales will exceed desktop computer
sales. As smartphone and tablet adoption climbs, mobile devices will
become the primary avenue for advertisers to reach consumers. Marin
Software predicts by the end of 2015 mobile devices will account for
50% of paid search clicks on Google.
-- As evidenced by click-through rates, Marin Software finds consumers
are more likely to engage with search ads on mobile devices than
desktops. In 2013, the average U.S. click-through rate (CTR) of
smartphones and tablets were respectively 64% and 18% higher than the
average desktop CTR.
-- Marin Software found the conversion rate of search ads on mobile
devices increased in the U.S. during 2013, indicating consumers are
more comfortable with mobile commerce. The conversion rates of
smartphone and tablets increased 57% and 67%. In 2013, tablet
conversion rates (5.5%) edged out desktop conversion rates (5.3%) for
the first time.
-- While the average cost per click (CPC) of search ads on smartphones
and tablets remained lower than desktop CPCs, Marin Software found
smartphone CPC increased 21% and tablet CPC rose 23% in 2013. The
relative increase in smartphone and tablet CPCs point to growing
competition among mobile advertisers.
-- Marin Software's report, "Mobile Search Advertising Around the Globe:
2014 Annual Report," outlines the key trends, projections and
optimization strategies for advertisers seeking to get the most from
their mobile paid-search campaigns. The full report can be downloaded
at:
marinsoftware.com/resources/whitepapers/mobile-search-advertising-around-the-globe-2014-annual-report.

Quote:

-- "We're at the cusp of mobile becoming the dominant channel in search
marketing," said Matt Ackley, chief marketing officer at Marin
Software. "Consumers are becoming much more comfortable using their
smartphones and tablets to complete transactions online, and as we see
that comfort level rise advertisers will follow suit with continued
investment and optimization in mobile."

Forward-Looking Statements

This press release contains forward-looking statements including,
among other things, statements regarding the growth of paid search
ads on mobile devices, particularly with respect to Google Paid
Search. These forward-looking statements are subject to the safe
harbor provisions created by the Private Securities Litigation Reform
Act of 1995. Actual results could differ materially from those
projected in the forward-looking statements as a result of certain
risk factors, including but not limited to adverse changes in general
global economic or market conditions; delays, reductions or slower
growth in the amount spent on online and mobile advertising; and
unforeseen developments in the digital advertising industry
generally, technological changes; competition; and the fact that the
digital advertising market is an emerging market and rapidly
evolving. These forward looking statements are based on current
expectations and are subject to uncertainties and changes in
condition, significance, value and effect as well as other risks
detailed in documents filed with the Securities and Exchange
Commission, including our most recent reports on Form 10-K and
current reports on Form 8-K that we may file from time to time. Marin
Software assumes no obligation to, and does not currently intend to,
update any such forward-looking statements after the date of this
release.

About Marin Software
Marin Software Incorporated
MRIN, +1.08%
provides a leading Revenue Acquisition Management platform used by
advertisers and agencies to measure, manage and optimize more than $6
billion in annualized ad spend. Offering an integrated platform for
search, display, social, and mobile advertising, Marin helps
advertisers and agencies improve financial performance, save time,
and make better decisions. Headquartered in San Francisco, with
offices worldwide, Marin's technology powers marketing campaigns in
more than 160 countries. For more information about Marin's products,
please visit: http://www.marinsoftware.com/solutions/overview.

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